I’m interested to get feedback on industry best practices for where comp intel data should be housed and how best to have it available to a sales team for JIT insights. We currently use Crayon in Salesforce. We’re also launching our first full org sales playbook. Should the same info reside in both places? And how do you map the two to reduce the info update workflow If it does exist in both places? I have a hard time envisioning a sales playbook without a comp intel section...
Hi Dave,
Very interesting question, and one that I've had to deal with at my current company.
The biggest challenge for most organizations is the single source of truth dilemma (SSoT) for storing competitive intel. You have to determine as a team what information will overlap in your battlecards and your sales playbook. Here are a few options:
1) Embed the battle card in the playbook. Depending on the platform for the playbook (website, slides, doc, etc.) you could provide the code directly from Crayon and embed the intel. This way you only have to update it once.
2) Provide a link to the battlecard within the sales playbook - just reference the intel directly.
3) Just update the playbook intel separately - this will depend on how much comp info you have that you want to put in the playbook. If it's extensive, then two places are not ideal. However, if it's info based on your core competitive differentiation and it doesn't change as much in terms of high-level capabilities (vs. feature comparisons) then you should be ok.
You can't go wrong with any of the options. You just have to determine what works best for the way you and your team's work.
Hope this helps,
Clint